Founded in 1909, L’Oréal is one of the biggest beauty brands in the world. It is headquartered in Clichy, France, and manufactures and sells makeup, skincare, hair color, haircare, fragrances, and men’s grooming products. Its products are available across a wide price range. The global cosmetics company owns 36 brands, has a total of 88,000 employees and sells to 150 countries.
L’Oréal organizes its plethora of products into four major categories; Professional Products, Consumer Products, Active Cosmetics, and L’OréalLuxe. In 2019, it made sales of around 29.87 billion euros.
L’Oréal, one of the world’s leading beauty brands, started in 1909 with the research and experiments conducted by a chemist EugèneSchueller. After formulating and manufacturing his first hair dye, Schueller started selling it to Parisian hairdressers and salons. In 1919, hefounded theSociété Française de Teintures Inoffensives pour Cheveux. His company was based on the scientific and research principles involved in making safe hair dyes.
Soon, he expanded to manufacturing and selling soaps, shampoos, and hair creams. By 1920, the company had employed three chemists, a number which rose to 100 by 1950, 1000 by 1984, and is about 2000 today. In 1928, L’Oréal acquired the soap company Monsavon, which was to be the first of many subsequent acquisitions. By 1953, L’Oréal had the license to sell in the USA. From 1909 to 1956, Schueller was able to construct a model for his company and to lay down the beauty brand’s foundations, which were immersed in research and innovation.
After Schueller died in 1957, the company’s control passed on to Francois Dalle. The years 1957 to 1983 were significant for L’Oréal’s development as an international company. Many new products were introduced in this timeframe, as well as strategic brand acquisitions were made. Chairman Francois Dalle started selling L’Oréal’s hair products to the consumer market in 1957.
L’Oréalwas selling in 60 countries by the early 1960s. In 1964, L’Oréalbought the French cosmetics company Lancôme, and Garnier, a hair company.Synthélabo was acquired in 1973. With acquisitions and investments such as Helena Rubinstein and Lanvin, L’Oréal had established its status as the world’s number one cosmetics company in the 1980s. By then, it had also established major laboratories in two countries.
Under Charles Zviak, the years 1984 to 1987 were marked by significant development in the field of research, which, together with strategic product launches, led to further growth for the brand. The appointment of Lindsey Owen-Jones in 1988 opened further avenues for L’Oréal, as the company continued making acquisitions to dominate the global cosmetics industry.
Diversity & Multiculturalism at L’Oréal
Since 2006, L’Oréal has been committed to a single mission: Beauty for All. From 2004-13, its revenue increased by half, and its profits were doubled. L’Oréal’s success in markets across Europe, Asia, Africa, and America is widely attributed to its policy of multiculturalism. For purposes of brand expansion, L’Oréal has employed professionals from multicultural backgrounds in product development, which has given it an edge over other companies in new markets. It ranks on the sixteenth place in Forbes’ list of Best Employers for Diversity.
To meet the variant beauty needs in the global cosmetics industry, L’Oréal has specifically acquired brands from different cultural origins and keeps on introducing new products every year to meet consumer needs across the world.
Research at L’Oréal
L’Oréal started in 1909 from a hair dye formulated and manufactured after extensive research, and the company holds fast to this principle to this day. With 21 research centers and 4000 researchers, the excellent performance of the L’Oréal products is rooted in research and science. New products are formulated only after conducting intensive researches with large data samples. Further, products are tested on Episkin – human-like skin manufactured in laboratories from leftover cells in breast surgery.
Episkin is a result of L’Oréal’s research in cellular biology and tissue engineering and has two significant benefits. Firstly, it allows L’Oréal and other companies, to whom L’Oréal spread this technology, to forego animal-testing, and secondly, it allows for more authentic tests since Episkin is more relevant to human skin.
The Brand’s Driving Philosophy
L’Oréal is committed to the quest for beauty, which is encapsulated by its slogan “Because you’re worth it.” It is motivated by the desire to make women and men confident and make them feel good about themselves, and it is passionate to bring quality, safety, and efficacy to its consumers. Further, the brand takes on an approach centered on sustainability and responsibility.
Best of L’Oreal
Below we list some of L’Oreal’s fan-favorite makeup and skincare products.
Achieve a matte finish that lasts with Infallible Pro-Matte Foundation by L’Oréal. The foundation goes on smoothly and easily to provide a demi-matte finish that lasts up to 24 hours. The innovative formula is flawlessly air-tight to prepare the ideal look for your makeup and make sure that it never falls flat.
This deliciously creamy foundation has a texture that feels almost weightless to the skin. It modifies your complexion to the next level by granting your skin with an even and uniform color. To contribute to your natural skin tone, it provides the perfect coverage by covering any skin flaws and imperfections. Available in 19 shades to go with all skin colors and preferences.
Get rid of puffiness and dark circles with Eye Defense Cream by L’Oréal. This incredible cream features a light-weight formula designed to protect the delicate eye area from the first signs of aging. It aptly smoothens and removes fine lines and wrinkles and diminishes puffiness and swelling. Reveal distinctive, younger-looking eyes to reflect a luminous glow.
The texture is non-greasy and comfortable. This gel-cream feels cool and soothing to the skin and delivers ample hydration to nourish the under-eye area. It is perfectly suitable for sensitive and diverse skin types. Apply to the eye area in small dots, paying special attention to the outer corners, under eyes, and lids. Use regularly to enjoy permanent effects.
L’Oréal’s Lash Paradise Washable Mascara enables every woman to relish feathery soft and volumized lashes with an easy application. Its soft and wavy bristle brush is designed to hold the maximum quantity of formula. Its 200+ bristles meticulously catch each lash to bring about a dramatic volumizing effect. The texture is silky and smooth and glides on easily for an even application.
The mascara delivers a feathery soft, full-lash fringe. A single layer is enough to ensure intense volume and separation. The formula is light-weight and easy to wipe off, as well as entirely smudge-free and flake-proof. Start applying by placing the brush on the base of the lashes and gently moving up to the tip. Use soap and water for spotless removal.
Experience flawless roots in 3 seconds with L’Oréal’s Magic Root Cover Up Gray Concealer. The concealer provides seamless coverage to your hair by efficiently touching up your roots and removing any trace of grayness. The ammonia and peroxide-free formula never leaves any smudging or sticky residue that is so typical when the formula runs dry.
The product proves for long-lasting wear and is perfect for saloon visits or in between colorings. It is available in eight colors to go perfectly with every look. Shake well before use. Holding the can 4-6 inches away from the hair, spray through the length of your hair and onto new growth to blend in the color. The effect is guaranteed to last until your next shampoo.
Collagen Face Moisturizer by L’Oréal nourishes your skin with a dose of natural collagen and intense hydration. Its formula is filled with rich moisture that is essential to maintain healthy and younger-looking skin. The moisturizer instantly restores the skin’s natural flexibility to inspire that dreamy cushion and bounce feel.
With regular usage, the moisturizer’s powerful collagen content steadily works on your skin to fill in fine lines and wrinkles and gives your skin a lasting smooth and plump complexion. The texture is delightfully velvety and gives off a subtle and pleasant smell. Use every night before bed and delicately apply over the entire face.
L’Oréal Paris’ original Colour Riche Satin Lipstick comes in a diverse variety of colors that enrich your lips in the best way possible. The formula presents excellent skin-caring ingredients, including Sesame Seed Oil and Argan Oil. The Houses of Colour Riche features four vibrant color families from popping berries and bold red to iconic mauves and classic nudes, with a total of 52 opulent shades.
The lipstick smoothens and softens to give your lips an even and uniform texture with a delicately creamy feel. A single coat will make sure that your lips are saturated with color that isn’t susceptible to smudging, smearing or feathering. The skincare content of the formula covers your lips in a generous layer of moisture to provide constant hydration.
Carrying 1.5% pure hyaluronic acid, L’Oréal’s Pure Hyaluronic Acid Serum is validated in partnership with expert dermatologists and rated as America’s #1 serum. The formula blends in with the body’s own hyaluronic acid content and promotes hydration-attracting molecules to enhance the skin’s natural moisture-retention for lasting benefits.
Within two weeks of regular application, the skin’s wrinkles and aging-effects are visibly reduced to reveal a plump and youthful complexion. Brighten up your looks with a fragrance- free and paraben-free formula suitable for sensitive skin. Follow Hyaluronic Acid Serum with a moisturizer like Collagen Face Moisturizer for a dewy boost of hydration.
The world’s leading cosmetics brand, L’Oréal caters to consumer needs from all cultures and backgrounds. Its products are sold both through large retail and selective retail outlets. Its products are targeted at beauty professionals, pharmacies, and the ordinary consumer.